ByDesign's director, Kevin Welman, says, “Libresse is all about being fearless and daring in a space that’s traditionally had a very quiet, discreet voice. They’re changing the feminine hygiene sector and giving South African women, young and not as young, the vocabulary and the courage to talk about periods out loud and without shame.”
"Working with Net#work BBDO on the project was terrific; great thinking, great ideas; and, of course, an ability to execute multi-platform content in an agile way. Integrated, award-winning campaigns need equally strong partners with a collaborative mindset across all the disciplines,” he adds.
Libresse started the world’s first Vagina Varsity, an online platform that teaches women about their bodies in a private and safe setting, guided by professionals. The challenge was to empower women to say ‘boo’ to taboo and ‘hello’ to Vagina Varsity.
Boniswa Pezisa, Net#work BBDO South Africa CEO, adds, “From the outset, we knew we needed a communications partner that was as fearless as the client. We know that integrating our skills with those of communicators who understand the media environment is important, and this campaign showed us again how critical real integration is. It’s rare that you get to create work that can change a category, but we believe that’s exactly what we did with Libresse.”
Net#work BBDO and ByDesign are currently rolling out a second campaign for Libresse, this time with the message of ‘Unembarrass your period’.
For more information, visit www.bydesigncommunications.co.za. Alternatively, connect with them on Twitter.